The Customer Experience
Survey results show that food truck customers like the food and enjoy the experience. Diners also like the speed and convenience of food trucks and are willing to pay for quality. The average customer interviewed spent $9.80 at lunch and $14.99 at dinner. Almost all diners interviewed said they planned to continue patronizing food trucks.
Food Trucks as a Business
Interviews with food truck owners and operators revealed a very Silicon Valley flavor. Most food trucks were started and operated much like lean tech startups. Food truck owners focus on rapid prototyping, business flexibility, cash and resource conservation and a laser-like focus on customers to quickly adapt to market needs.

Food trucks cost much less to start and run than a traditional brick-and-mortar restaurant. They can also quickly and easily test new concepts, menus and recipes. Food trucks are tightly focused on their customers, interacting closely and intimately with patrons every day, both in person and through the extensive use of social media. These interactions provide instant insights into menu and food preferences.

The food truck industry has tapped into powerful consumer trends, especially the desire for fresh, localquality food served quickly and conveniently. They can test new products real time with daily menus. Using social media and geo-location tools, they broadcase new food concepts while being easily found in unique and often changing locations. These trends, coupled wity htheir low cost and flecible business model will drive food trucks to continued success.

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